A Study on Brand Visual Identity Construction and Promotion Strategies for Dongtou Seafood

Abstract

This study examines the brand visual identity construction and promotion strategies for Dongtou seafood, addressing current issues of fragmented visual expression, superficial cultural translation, and disconnected communication. Moving beyond generic marine motifs, the research proposes a systematic visual framework grounded in Dongtou's distinct island heritage and fishing culture. It argues that effective branding requires translating local cultural resources into a cohesive visual identity that communicates origin authenticity and product reliability. Furthermore, the study outlines cross-scenario promotion strategies integrating tourism retail, new media, and e-commerce. By aligning brand positioning, cultural expression, and visual consistency, this paper provides a practical pathway for Dongtou seafood to transition from localized specialty sales to modern, recognizable brand communication, offering actionable insights for the branding of agricultural and marine specialties in similar coastal regions.